Abstract
In order to communicate effectively with consumers or users it is necessary to understand their motives for buying. They do not necessarily buy because they have been persuaded against their will or better judgement, as the critics of advertising pretend. They are not the victims of evil persuaders. In fact, the ‘persuaders’ have to surmount a wall of sales resistance.
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© 1990 Frank Jefkins
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Jefkins, F. (1990). Consumer Behaviour. In: Modern Marketing Communications. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6868-7_14
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DOI: https://doi.org/10.1007/978-94-011-6868-7_14
Publisher Name: Springer, Dordrecht
Print ISBN: 978-0-216-92694-3
Online ISBN: 978-94-011-6868-7
eBook Packages: Springer Book Archive